ADVERTISING & PROMOTION: Bank plans pounds 20m job

National Australia Bank Group (NAG) has shortlisted D’Arcy Masius Benton & Bowles Financial, Ogilvy & Mather and Publicis as contenders for its pounds 20m through-the-line account.

National Australia Bank Group (NAG) has shortlisted D’Arcy Masius Benton

& Bowles Financial, Ogilvy & Mather and Publicis as contenders for its

pounds 20m through-the-line account.



The business will include all advertising and direct-marketing work for

the Clydesdale Bank, Yorkshire Bank, Northern Bank and National Irish

Bank as part of the group’s strategy to centralise its marketing

operations.



NAG, which bought Yorkshire Bank from Midland for pounds 976.5m in 1990,

is known to be seeking to expand its UK operations and is thought likely

to make a further acquisition next year.



The group has been operating without an agency since both The Leith

Agency and CDP resigned the business for Clydesdale Bank and Yorkshire

Bank earlier this year, and has pulled the majority of the marketing

operations for its four brands into a single marketing department based

in Glasgow.



The bank has also appointed Northern Bank’s chief marketer, Catherine

James, as European marketing director (Marketing, November 21) and is

currently seeking seven marketing executives, including a group

marketing communications manager and a group product research and

development manager.



The pitch for the work, which will be mainly below-the-line with about

pounds 5m for TV ads, is expected to be concluded in mid-January.



Publicis is thought to have secured its presence on the pitch list

partly as a result of its acquisition of City Financial Marketing (CFM)

two weeks ago. CFM already holds NAG’s life assurance business and has

experience of creating branding work for all four of the group’s brands.



NAG had previously called a number of Scottish agencies, including

Morgan Partnership, Marr Associates and The Union, but none are expected

to secure a portion of the group’s business.



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